Proposal to Redeemer Radio

1. REDEEMER RADIO
FEASIBILITY STUDY &
CAPITAL CAMPAIGN PROPOSAL
Presented to Cindy Black, Executive Director
Prepared by Andrew N. Robison, President
11.09.20

2. PETRUS
DEVELOPMENT

3. Petrus specializes in
helping Catholic and
faith-based ministries
grow by ensuring
they are well-funded
through sustainable
development
programs.
WHO IS PETRUS DEVELOPMENT?
Team of Fundraising
Consultants
Since 2005, Petrus has served
over 155 organizations,
of which 70% have been
Catholic Campus Ministries
OUR MISSION

4. CLIENTS: OVER 155 SINCE 2005
AGGIE CATHOLIC

5. FEASIBILITY
STUDY

6. WHY A FEASIBILITY STUDY?
One thing I have learned in our campaign process
is the importance of doing a Feasibility Study.
We learned so much about our donors and about
our project that was invaluable to the process.
I would NEVER launch a campaign in the future
without a good Feasibility Study.
Fr. Ben Hasse, Pastor at St. Albert the Great
University Parish at Michigan Tech University

7. FEASIBILITY STUDY GOALS
Case for
Support
What are the
NEEDS of your
organization
and why is it
URGENT?
Benefactor
Attitudes
Leadership
What do
donors LOVE
and HATE
about your
ministry?
Who will step
up as
volunteers to
LEAD THE
EFFORT?
Financial
Support
Campaign
Plan
HOW MUCH
can be raised
and HOW
MUCH will
individuals give?
HOW LONG will
it take and
what are the
CRITICAL
STRATEGIES?

8. CAPITAL
CAMPAIGN
COUNSEL

9. WHAT MAKES A CAMPAIGN SUCCESSFUL?
A successful campaign always requires three things:
supremely committed leaders, a broad and deep pool
of prospects and a vision that will inspire people to
make the largest charitable donation they have ever
made. Projects that I have worked on with each of those
elements are not only successful but a whole lot of fun
in the process.”
Josh Whelan, Vice President and Sr. Consultant
at Petrus Development

10. WHY CAMPAIGN COUNSEL?
CADENCE
PLAN
TEAM

11. PETRUS CAPITAL CAMPAIGN DELIVERABLES
CAMPAIGN
MANAGEMENT
● Campaign Theme, Plan Timeline
and Case for Support
● Campaign Steering Committee
● Administrative Support with
Grant Writing, Prospect
Management and Marketing &
Communications
MARKETING &
COMMUNICATION
● Campaign Website
● Literature including Proposals,
Pledge Forms, Fact Sheets,
Naming Opportunities, and more
● Case for Support
● Campaign Video
● Direct Mail Strategies
MAJOR GIFT
SOLICITATIONS
● Rating and Screening Leadership
and Major Gift Prospects
● Discovery, Cultivation, Solicitation
and Stewardship of prospects
● Donor Recognition Program

12. CAPITAL CAMPAIGN TIMELINE
Months 15-18
WRAP-UP &
TRANSITION
Pledge fulfillment,
Stewardship and
Transition to Annual Fund
MONTHS 9-15
CAMPAIGN: PUBLIC
PHASE
Campaign Kickoff, Events,
Major Gift solicitations and
Direct Mail and Online
Appeals
MONTHS 3-9
CAMPAIGN: SILENT
PHASE
Case for Support, Video,
Literature, Committee
Recruitment, Leadership
Gifts, and Major Gift
solicitations
MONTHS 1-3
FEASIBILITY STUDY
/ PRE-CAMPAIGN
PREPARATION
Confidential Donor
Interviews, Annual Fund,
Building Committee,
Database, Vision, Gift
Acceptance Policies

13. PETRUS
RECOMMENDATIONS
PHASE ONE: FEASIBILITY STUDY & PRE-CAMPAIGN
● Feasibility Study and Pre-Campaign Phase
● 3 Months: Jan 2021 - March 2021
● Confidential Interviews with 30-40 Prospective Campaign Leaders
● 2 Days per month on-site PLUS weekly calls
● Focus on building Development Infrastructure and Plan
● Case for Support, Database, Gift Acceptance Policies
● Identify and solicit leadership gifts to create a campaign “war chest”
● Petrus Team:
○ Andrew Robison, President
○ Tara Doyon, Dir of Client Services
○ Josh Whelan, Vice President
● $5,000 per month retainer

14. PETRUS
RECOMMENDATIONS
PHASE TWO: CAMPAIGN
● Silent & Public Campaign Phases
● 12 Months: April 2021 - September 2022
● 4 Days per month on-site or “on the road” with benefactors and
prospects
● Staff and volunteer guidance plus direct engagement with prospects and
benefactors
● Campaign Case for Support (includes 500 copies printed)
● Campaign Video
● Public Launch of Campaign
● Grant Writing, Prospect Research & Planned Giving Strategies
● Petrus Team:
○ Andrew Robison, President
○ Tara Doyon, Dir of Client Services
○ Josh Whelan, Vice President
○ 86 Creative (Brand, Logo, Design, Case for Support)
○ Lampstand Story Co. (Campaign Video)
○ Mary Walker (Grant writing)
○ Ravela Insights (Prospect Research)

15. PETRUS
RECOMMENDATIONS
PHASE THREE: POST-CAMPAIGN TRANSITION
● Wrap-Up & Transition Phase
● 3 Months: April 2022 - June 2022
● 2 Days per month on-site
● Pledge fulfillment strategies
● Transition back to Annual Fund
● Petrus Team:
○ Tara Doyon, Dir of Client Services
○ Sarah Rose, Consultant
● $5,000 per month retainer

16. PETRUS CAPITAL CAMPAIGN FEES OPTIONS
OPTION
A-alternate
● No change to level of
on-site time or services
● Reduced monthly retainer
with additional payments
made upon campaign
achievements
OPTION B
● Reduced on-site time to 2
days per month
● Eliminate Video Production,
Brand Sprint, Case for
Support
OPTION
B-alternate
● Services based on Option
B with reduced monthly
retainer plus additional
payments made upon
campaign achievements
$7,000 per month
4x $15,000 at 25%
levels $6,000 per month
$3,000 per month
4x $15,000 at 25%
levels
OPTION A
● 4 Days per month on-site
● Brand Sprint, Case for
Support, Campaign Video
● Public Launch of Campaign
● Grant Writing, Prospect
Research & Planned Giving
Strategies
$10,000 per month

17. 9.5 percent
CAMPAIGN BUDGET as PERCENT OF REVENUE
Staff Travel $10,000-20,000
Receptions $10,000-20,000
Marketing* $5,000-15,000
Direct Mail $10,000-20,000
Printing $3,000-10,000
Video* $5,000-15,000
Launch Event $3,000-8,000
Prospect Research* $1,000-5,000
Recognition $1,000-5,000
Petrus Counsel $102,000-150,000
$2.5M Goal

18. ANDREW N. ROBISON, PRESIDENT
Andrew Robison is an established leader in fund development across many
sectors of the nonprofit community. He has worked for over 12 years in
development roles in Catholic campus ministry, higher education and
academic medicine. Most recently at the Texas A&M Foundation and Texas
A&M College of Medicine, Andrew has been a Petrus consultant since 2012.
Over the course of his career, Andrew has worked in support of the St.
Mary’s Catholic Center Foundations in Faith Campaign which raised over
$7.5M for the Catholic Center at Texas A&M and Texas A&M University’s
Lead By Example Campaign, an ambitious effort to raise $4B in philanthropic
support for student, faculty and research. As president, Andrew is
responsible for the management and growth of Petrus Development, as
well as handling client interaction, managing consultants and project
managers, directing the Petrus Leadership Conference and leading efforts
for new business development
andrew@petrusdevelopment.com
979.229.3183

19. TARA TROY DOYON, DIRECTOR OF CLIENT SERVICES
Tara Doyon serves Petrus as Director of Client Services and Senior
Consultant. In this role, Tara works with existing and future clients to
design strategies for successful fundraising and program
development, train new Petrus consultants, represent Petrus at
industry conferences and events, and help plan virtual and in-person
events. Over a 20 year career, Tara has worked for multiple YMCAs, a
crisis pregnancy center and maternity home, and served on the
advisory board of several local social service agencies. Most recently,
Tara led St. Paul Catholic Center at Indiana University to a successful
capital campaign where they exceeded their goal by 35 percent. Tara
and her husband, Ron, live in Bloomington, IN and have two
daughters.
tara@petrusdevelopment.com
812.320.4327

20. JOSH P. WHELAN, VICE-PRESIDENT
Josh has worked in the development arena since 2005. Between 2005 and
2017 Josh had development roles with the University of Mississippi, Delta
Health Alliance, and Palmer Home for Children in Mississippi. In 2017 Josh
joined FOCUS on their Mission Development team. As Area Director of the
South, Josh managed a team of six major gift officers, personally worked
with donors from Oklahoma, to North Carolina, and was a key player in the
$250M Run as to Win Campaign. Josh holds a Bachelor of Arts in English and
Psychology and a Master of Arts in Higher Education Administration from
the University of Mississippi. Josh and his wife, Mary Kate, live in Oxford, MS
with their three children. When he's not working with clients, Josh loves to
read, tailgate at Ole Miss Rebel games, and spend time with his kids.
josh@petrusdevelopment.com
662.299.7171

21. WHAT IS THE PETRUS DIFFERENCE?
Petrus Development is a ‘teach to fish’ organization
that differentiates ourselves from other fundraising
consulting firms through our strong emphasis on
education. We approach every project with three goals
in mind: hit the campaign dollar goal, build a deeper
donor base who will continue supporting beyond the
campaign, and educate the team so they can raise
more money long into the future.
Andrew Robison, President of Petrus Development
Inspire. Educate. Inform.
Experienced Practitioners in Development.
Committed Catholics passionate about ministry.
Focused on campaign goal PLUS long-term sustainability.

22. THANK YOU!
Petrus Development, LLC www.petrusdevelopment.com
Andrew N. Robison andrew@petrusdevelopment.com
Tara Troy Doyon tara@petrusdevelopment.com
11.09.20